In the competitive digital world, capturing consumers’ attention in just a few seconds is a big challenge for every brand, especially on the short-form video platform TikTok. TikTok TopView – the most premium and effective ad format on TikTok, has emerged as a solution to help brands capture users’ minds right from the first moment.
In the article below, SEFA Media will analyze how it works, its outstanding advantages, and the TikTok TopView advertising campaigns that have made a strong impression on the market!
What is TikTok TopView Ads?
TikTok TopView is a full-screen ad format that appears as soon as users open the TikTok app. It is the first, exclusive ad placement that is not competed with by other content – a privilege only available to TopView in the entire TikTok advertising ecosystem. With a maximum duration of 60 seconds, TopView allows brands to fully convey their message in a vivid and impressive way. Users can interact by tapping on the video to go to the brand’s website, landing page or official TikTok channel.
How does TikTok TopView Ads work?
When users open TikTok, TopView ads automatically play in full-screen mode for 3 seconds, helping brands capture attention from the start. Without being distracted by other elements such as captions, engagement, or adjacent videos, TopView provides a seamless and focused viewing experience.
After 3 seconds, the content seamlessly transitions into the feed as a native video, complete with familiar icons and interactive features. Viewers can easily interact with likes, comments, shares, brand homepages, music pages, and more – all creating a seamless and engaging experience.
Why brands should choose TikTok TopView advertising
TikTok, with its large young user base and fast-paced content consumption habits, poses a huge challenge for brands to attract attention. This is where TikTok TopView becomes a valuable option, opening up opportunities to reach users in a more prominent and different way than ever before.
1. Take the spotlight from the very first second
In the context of users tending to “scroll quickly, watch quickly” on the TikTok platform, appearing in the first position as soon as they open the application is a huge advantage. TikTok TopView allows brands to display content in an exclusive position, not crowded by other videos in the “For You” feed, thereby creating a strong impression and the ability to attract maximum attention from viewers.
Compared to other ad formats that often appear in the middle of the news feed, are easily ignored or quickly scrolled through, TopView has a separate space, making the brand visible and memorable from the first seconds.
2. Optimize brand recognition
According to data from TikTok For Business, TopView ads drive up to +100% brand awareness and significantly higher average view times than other formats, thanks to the combination of top visibility, full-screen experience, and seamless storytelling in up to 60 seconds.
In particular, when users are not yet “overloaded with content”, the moment they open the app is the moment when their mind is still “clean”, ready to receive new messages. This is a golden opportunity for brands to effectively mark their image, slogan, and core values without having to compete too fiercely in terms of content.
3. Create emotional and creative storytelling experiences
The full-screen space and longer duration make TopView a fertile ground for creative ideas, storytelling, and emotional branding. Instead of focusing solely on dry product introductions, brands can create content that incorporates cinematic colors, music, or meaningful messages, thereby creating a deeper connection with viewers.
It is this seamless storytelling ability that has helped many brands transform a video ad into a memorable experience, contributing to increased brand affinity and driving organic sharing behavior on social media.
4. Increase conversion from users
Unlike traditional ads that only stop at recognition, TopView Ads on TikTok are integrated with smart CTA buttons such as “Buy Now”, “Download”, “Sign Up” or “See More”. This allows users to take action immediately after viewing the ad, shortening the purchase journey and increasing the actual conversion rate.
In addition, attaching a direct navigation link to the website, e-commerce store or landing page also helps brands easily measure campaign effectiveness, track user behavior and optimize performance in real time.
Impressive TikTok TopView Ad campaigns
Realizing that making an impression from the first seconds is a key factor in any media campaign, many global brands effectively utilize TikTok TopView Ads to tell their brand story in an impressive way.
1. Maybelline
In an effort to reposition the brand image and connect more deeply with Gen Z, Maybelline Vietnam used a “blasting” strategy with TikTok TopView, combining One Day Max In-Feed Ads and Brand Premium, to capture the first vision when users open TikTok.
The campaign leverages a series of vibrant music and dance videos performed by young artists such as TLinh, Naomi and YenJi, contributing to conveying the message “You are stubborn. Don’t be afraid of anything” in a lively, modern and easy-to-spread way. Thanks to careful investment in images and content, TopView videos quickly create a strong impression, boost interaction rates and attract attention from users right from the first exposure.
With the impressive performance of TikTok TopView, Maybelline not only successfully amplified brand coverage, but also proved that this is an effective strategy in the journey to connect with young customers and promote sustainable revenue growth. The campaign achieved impressive numbers:
- Reach over 19 million users in Vietnam
- 31.34% increase in ad views
- 8.04% increase in brand favorability
- 141.26% increase in Preference
- SuperStay product line sales increased by 790%
- Online sales increased 32.4% year-on-year
2. CELINE
With the desire to introduce the new collection to the younger generation of customers on TikTok, luxury fashion house CELINE chose TopView advertising to make a memorable first impression on viewers. Instead of the traditional approach, CELINE live-streamed the fashion show in Monaco, combined with the TopView advertising format to expand coverage and increase the level of attraction from the first seconds.
The campaign consists of four meticulously staged TopView videos, capturing models strutting through the stadium’s stunning architecture, bringing a sense of luxury and class that is typical of CELINE. Powerful visual effects combined with vibrant sound make the videos stand out as soon as users open the app.
The campaign’s highlight is the “Watch Now” call-to-action button, which takes viewers directly to CELINE’s official TikTok page, where they can explore more content from the show and the latest products. With smart execution and a carefully crafted visual approach, the campaign helps CELINE increase brand awareness and connect deeply with the young fashion-loving community on digital platforms.
3. Balenciaga
With the goal of expanding brand coverage to a new group of users on TikTok, Balenciaga – the “giant” in the luxury fashion industry, has launched a prominent shopping campaign using the TopView Ads format in the UK and French markets.
Ads are displayed as soon as users open the app, taking up the entire screen with vivid sound, creating a strong attraction effect and leaving a clear visual impression. Not stopping at attracting attention, Balenciaga also cleverly integrates direct links to shopping pages, helping to convert views into real actions.
As a result, the campaign achieved more than 25 million video views and 4.5 million landing page visits, affirming the effective connection between the luxury brand and the TikTok user community, as well as opening up the potential for outstanding revenue growth in the future.
TikTok advertising solutions help elevate brands from SEFA Media
TikTok TopView is a strategic tool that helps brands reach millions of users as soon as they open the app with an exclusive full-screen experience, thereby effectively increasing brand engagement and recall. With a duration of up to 60 seconds, combining vivid images and engaging sounds, TopView allows brands to tell deep stories, create strong emotional connections and drive rapid conversion behavior.
At SEFA Media, we provide a comprehensive TikTok TopView solution, from strategic planning, content creation to advertising implementation and optimization. With practical experience with 3000+ customers through 6000+ projects, SEFA Media is committed to bringing breakthrough results in both coverage and revenue. Contact SEFA Media today to take the “spotlight” on the TikTok platform with TopView advertising!
> See more: In-depth TikTok Advertising solutions from SEFA Media
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